Greetings from icy New England and one plug for the
locals.....Go
Pats!
Speaking of the Patriots, what a great example of
branding and the excellence that the brand represents. The
first time ever that an NFL team has gone 18-0 with the
possibility of 19-0!
Trying to draw parallels between the small lodging
industry and a professional football team is difficult, were
it not for the one characteristic that leaders in both
categories share...a passion to be the best and to set the
standards for the rest of the crowd to emulate.
Having just returned from the
Conference of
the Mid-Atlantic, where I spoke about "Inn Branding,
Market Positioning and the i.guest" let me share a
couple of thoughts with you about the importance of
branding.
Great brands/inns are about five key ingredients.
Authenticity: what is the experience your inn stands
for? Great brands/inns are about You: you are the
face of your inn. Great brands/inns are about Signature
Items: recipes, touches, services that are yours and
yours alone. Great brands/inns are about a Legacy:
a place where memories are made and emotional connections
are forged. Great brands/inns are about a Promise:
your promise that what you consistently deliver is ensuring
the best possible guest experience.
These five ingredients help create your inn's brand and
identity and allow you to connect with your guests while
creating a strong business. Why? Because your inn becomes
the place to stay when visiting your town or area. You
become the sought after destination.
Remember others can deliver a great experience too. It's
important to understand that delivering isn't enough and
that someone may be able do it just as well as you. The
difference is that great innkeepers/branders are the leaders
and set the tone for their respective marketplaces...and
that's you! Take the lead and let the others follow.
With the exception of the real estate, your inn's brand
identity is likely your single largest and most important
asset. Nurture it, cultivate it, care for it...it will take
care of you.
More to come in this Innkeeping A to Z series...and more
about branding and the importance of the
i.guest at the
PAII Conference
too!
Rick
